Adelaide talent Sia has put her crusade to remain out of the spotlight into high gear, and she’s doing it whilst promoting an upcoming album, 1000 Forms Of Fear. In a rare interview with Dazed & Confused, Sia has explained how her latest video and Ellen performance tie into her new campaign.
Sia explains that her Chandelier video, which has amassed almost 13 million views on YouTube, and her performance on Ellen, which has garnered over a million, are part of a “much larger concept” for her new album, which she says is centred on one desire: “I don’t want to be famous.”
“Basically I plan to put different people in blonde bobs because the concept now is to create visual art. I know I can sing and I know I can write songs but this is my time to create visual art. Directing all these live performances is really exciting now,” Sia tells the magazine of her new creative outlet.
“If Amy Winehouse was a beehive then I guess I’m a blonde bob. I thought ‘well if that’s my brand, how can I avoid having to use my face to sell something’, so my intention was to create a blonde bob brand,” she says, but the ambitious hit-maker’s goals are even loftier than marketing an album.
For example, when asked if she takes pride in broadcasting a challenging piece of visual performance art via a mainstream television show, Sia answers, “absolutely.” The elusive pop singer is planning to keep out of the spotlight for the remainder of her campaign. She recently completed a project where “a 78-year-old woman wears the blonde bob and is lip-synching on a treadmill.”
Watch: Sia – Chandelier
Watch: Sia – Chandelier (Live on The Ellen DeGeneres Show)